NITV launches ‘Reimagine Australia’ campaign and unveils new branding
National Indigenous Television (NITV) has launched a new campaign encouraging Australians to ‘Reimagine Australia,’ alongside a new logo and television schedule, as it marks nine years of being available free-to-air as part of the SBS network.
With 15, 30 and 60 second promotional spots running across SBS channels and platforms including television, online, radio and social media, the new campaign highlights NITV’s special place in the media landscape and the channel’s distinctive offering across news, sport, drama, documentaries, food and children’s content. The campaign went live across NITV and SBS channels at 5am on Sunday 12 December.
The campaign features familiar Australian faces including Ernie Dingo, Uncle Jack Charles, Aaron Fa’Aoso, Adam Goodes, Osher Günsberg, Ziggy Ramo, Archie Roach, Kerry O’Brien, Samantha Harris, Sasha Sarago, Mi-Kaisha Masella, Tim Minchin, Adam Hill, Ella Havelka, Janice Petersen and Jeff McMullen.
NITV’s creative team joined forces with First Nations full-service creative agency Gilimbaa, led by executive director and proud Wakka Wakka man David Williams, to create and implement the new brand. Since 2008, Gilimbaa, which means ‘today’ in Wakka Wakka language, has focussed on the power of storytelling and the role this plays in the celebration of culture and community, working for and with Aboriginal and Torres Strait Islander communities to achieve lasting creative outcomes.
As NITV implements its new brand, it has also introduced a new prime time television schedule, designed to reach and serve communities with its distinctive programming line-up. The revised schedule features themed programming slots, including a drama night, a thriller/horror movie night, a six-day a week natural history documentary slot and a regular weeknight slot entitled Bamay (an NITV production which shows Australia’s most diverse and stunning landscapes from a bird’s eye view).
In November, NITV appointed Jodan Perry as head of digital, and in October, Peter Noble, as general manager.
Director of indigenous content, SBS, a proud Birri and Guugu Yimidhirr woman, Tanya Denning-Orman, said: “NITV has come a long way since we started beaming out across the bush in 2007. Since becoming part of the SBS network and available free-to-air to all Australians in December 2012, we’ve continued to grow and reach more Australians. We’re proud to be delivering what we were established for all those years ago, as a dedicated space for First Nations stories, made by Indigenous people in control of how we’re portrayed, and representing the many voices of the country’s First Australians.
“Telling our stories on our terms has never been more important, and as the power and promise of Aboriginal and Torres Strait Islander perspectives increasingly becomes a focus for Australian audiences, we’re excited to launch a new look and feel that reflects NITV’s enduring mission, illustrates the contemporary channel we are today, and celebrates the diverse First Nations communities and cultures we champion through our content.”
She added: “NITV helps all Australians to connect with our country’s rich Indigenous history with programs that inspire, instil pride and lead to greater understanding of Aboriginal and Torres Strait Islander peoples and cultures. We want to thank everyone who leant their voices and joined with our channel to amplify why NITV is so integral to the Australian media landscape.”
CREDITS:
Director of Indigenous Content TV & Online Content, SBS: Tanya Denning-Orman
General Manager, NITV: Peter Noble
Head of Entertainment, Events and Creative, NITV: Adam Manovic
Creative Manager and Lead Creative, NITV: Belinda Larymore
Head of Commissioning and Programming, NITV: Kyas Hepworth
Director of Marketing, SBS: Jane Palfreyman
Head of Creative, SBS: Joel Noble
Head of Group Marketing, SBS: Uma Oldham
On Air Manager, NITV: Carrie Henry
Programmer, NITV: Dale Adams
Program Scheduler, NITV: Sarah Cook
Senior Brand Manager Marketing, SBS: Carolina Chiaradio
Marketing Lead, SBS: Emma Petersen
Head of Corporate Communications: Sarah Vahtola
Head of Publicity, SBS: Jo’an Papadopoulos
Senior Communications Specialist, NITV: Hannah Pemberton
Head of Presentation & Promotions Planning: Chris Page
Art Director, SBS: Peter Jeffs
Lead Producers, SBS: Kirsty Turner and Janet Arida
SBS and NITV Designers: Jeremy Worrall, Jesse Dalton and Danny Jenkins
Production Coordinator: Helen Laughton
Promo Producers, NITV: Eva Bridie, Helen Laughton and Rishi Sakur
Audio & Mastering: John Ertler
GILIMBAA (External Agency):
Executive Director: David Williams
General Manager: Helga Weiss
Project Manager: Jo Callachor
Art Director: Niqui Branchu
VANDAL (External Agency):
Executive Director, Creative Strategy: Emile Rademeyer
Creative Producer: Catherine Terracini
Associate Creative Director: Kurtis Richmond
Designers: Kurtis Richmond and Brad Chandler
MILKBAR (External Agency):
Creative Director: Peter Cramer
Producer: Celine Seifert
DOP: Paul Howard
Producer: Melanie Horkan
Production Assistants: Wen Jinwtonic, Tristen Talvi, Celine Seifert
Sound Designer: Hisham Billal
Music Composer and Director, NITV Ident: William Barton
Produced at: Little Street Studio, Fortitude Valley, QLD.
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David Williams
Ernie Dingo
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National Indigenous Television
NITV
Osher Gunsberg
Peter Noble
Reimagine Australia
Tanya Denning-Orman
Guys it is SO GOOD to see the work NITV are doing building their brand – it’s bloody exciting for Australia. Well done all (from someone completely unrelated to the company but I work in media)
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Another new logo?
The new scheduling ideas look interesting.
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I started watching NITV footy shows some years ago, then discovered Ernie Dingo and more recently, withe tears in my Eyes, Gurrumul (having played his songs on radio for many years). I particularly noted how even very young children take part whole heartedly in dance ceremonies. Cultural empowerment is everything and I salute NITV and all First Australians.
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This is a wonderful step foward for all of us Australians. Showing respect to first nation’s people and finding a new common culture for all of us to have together. Ane we can use it to respect each outher and our country.
Thank you
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So impressed with this idea… Would love to get involved 🌹
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